MAM
Oppo plays it smart with Gen Z in ‘Har Scene Ka Asli Partner’ blitz
MUMBAI: When life gives Gen Z heartbreak, potholes, and 7 per cent battery anxiety, Oppo gives them the K13x and a campaign that quite literally meets them where they are. Launched in collaboration with Flipkart and led by SW Network, the ‘Har Scene Ka Asli Partner’ campaign turns everyday desi dilemmas into brand gold, making the Oppo K13x 5G a street-smart star.
Armed with military-grade durability, superfast charging, and a long-lasting battery, the K13x is clearly built for life’s curveballs. But instead of singing specs in a sterile studio, the campaign took to the streets and memes with cultural insight and cleverness in equal measure.
From quirky OOH billboards in college zones declaring “Bro, Kya Scene hai? vs Bro, Scene Ho Gya,” to live charging kiosks that saved the day (and your phone), every touchpoint served more than just copy, it offered context.
And in a monsoon masterstroke, SW Network turned India’s dreaded potholes into real-world testimonials for toughness. Painted road signs and standees reminded passersby: this phone is pothole-proof.
Print ads in Dainik Jagran and Navbharat Times added yet another punch, flipping familiar frustrations like slow charging and flimsy builds into moments of revelation. The core idea? “This wouldn’t happen if you had the Oppo K13x.”
SW Network co-founder Raghav Bagai explained, “Instead of talking about durability in a lab, we showed it where people actually feel the pain on the road. This campaign proves creativity can come from chaos.”
Meanwhile, digital got its own slice of the action. Meme content and skits by Gen Z creators flooded Instagram and Moj, racking up millions of impressions and cementing the K13x’s place in the cultural scrollscape.
What began as a smartphone launch has now become a scene-stealer of its own literally. In a cluttered phone market, Oppo and Flipkart have cracked the code: sell the story, not just the specs. And in a world that runs on low battery and high emotion, the K13x might just be the asli partner for every scene.
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Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
